p>Acxiom, an enterprise data, analytics and software-as-a-service company, has launched AboutTheData.com, an online consumer portal that allows individuals to view and update core data elements that are part of the information Acxiom makes available to advertisers for digital marketing.

AboutTheData.com gives consumers the educational tools to better understand how marketing data is used and to update the marketing data Acxiom has about them.

In the initial beta release, AboutTheData.com will allow consumers to view and edit the data about them that Acxiom clients use for digital marketing. Acxiom gathers the data from many sources and includes demographic data about individuals and households and their purchase habits and interests.

The site will not only give consumers transparency into the data Acxiom has about them but will also allow them to opt-out completely.

Future updates to the portal will be influenced by feedback to this beta release, according to Acxiom's chief product and engineering officer, Phil Mui. "Launching something like AboutTheData.com, which is a consumer-facing Web site, is a new endeavor for Acxiom. We recognize that different people have different views, and we want feedback about the site. We intend to make the site more useful to consumers as time goes on," he said in a statement.

"AboutTheData.com has been in the works for quite some time, and we are pleased with the positive feedback it has received from industry advocates and policy makers," said Acxiom CEO Scott Howe, in a statement. "After 40-plus years of advocating for the responsible use of consumer data, we're now taking our first step in establishing a direct relationship with consumers and plan to grow the site and its capabilities over time."